Most pages on your site should have one primary goal. It can be all sorts of things, like making a sale, triggering a phone call, prompting users to fill out a web form to collect data, getting people to sign up for your mailing list, having visitors download an e-book, and so on. The percentage of total visitors who complete the desired action is known as your conversion rate. And obviously, the higher the better. So, we’ve compiled some tips for improving your website’s conversion rate.
These are general pointers. They’re designed to be helpful across industries, on all types of websites and site pages, and for the most common types of conversions that brands aim for. Use this advice for improving your website’s conversion rate to improve your site’s user experience, foster trust in your brand from visitors, and create more compelling pitches to your target market.
How to Increase Conversions on Your Site
- Create dedicated landing pages for important website goals.
- Track your conversion rates so you know how each area of your site is performing. Also, whenever you make changes, keep track of how they affect your conversion rates and figure out which lessons they teach you.
- Make sure you have an effective call to action (CTA) for every goal that uses simple actionable verbs.
- Keep copy around your CTAs clear, concise, focused on your value proposition and the benefits of completing the goal, and crafted to speak directly to your target market’s buyer persona.
- Eliminate distractions by sticking to one CTA per page and not pulling your users’ attention away from it with other offers, unrelated elements, etc.
- See to it that people have a clear understanding of what happens and what they get when they complete a conversion. And meet those expectations.
- Invest in a conversion rate optimization (CRO) tool that can help you perform site audits, pinpoint places where you can improve your sales funnel, perform A/B testing, and otherwise help with improving your website’s conversion rate.
- Minimize the steps users have to take in order to convert. For example, keep web forms as short as possible, don’t require that users create an account before completing a key action, and have as short and fast a checkout process as you can manage.
- Offer multiple payment options.
- Include different types of trust signals and different types of social proof all over your website, and especially on pages with important CTAs.
- Improve page speed—especially on the mobile version of your site. And make sure your site is fully responsive for mobile users.
- Add a chatbot or live chat function to answer questions from users who will convert if they can just quickly get an answer to a question.